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Creative briefing – from acting as ‘catalyst’ to being a ‘maker’

In this Briefly Out-Take, John Boiler feels very strongly that the role of the strategist (aka account planner) needs to shift from being a Catalyst to being a Maker.

“The best work we do and the most fun we have is when everybody – including the planner – is creatively firing.” That’s why 72andSunny puts all of their creative work up on the walls; so everyone can contribute and be part of the process.

He doesn’t want planners to be able to “ivory tower” their way through the creative development process. “Everyone gets a rifle; no generals behind the lines” he says.


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